The FAB Awards did away with the traditional Black Tie / Sit Down Dinner of The Hurlingham Club and hosted a more relaxed Awards Presentation Party by the Brighton & Hove seafront.

Successful design, creative and effective work was showcased to the attendees at the show, and winning projects were announced – be it a Grand Prix (FABulous), a Gold (FAB) or a Silver Award.

The recipients of the best in show ( FABulous Award ) at The 26th FAB Awards, were as follows:

FABulous Award across all Design categories:

Gallus Barossa Whisky by Denomination

Isle of Wight Tomatoes by B&B Studio London

FABulous Award across all Advertising & Innovation categories:

BOI-1DA.I. for BACARDÍ by BBDO New York

Ring of Comfort for M&M’s by BBDO New York

BBDO New York wins Agency of The Year Award 

BBDO New York took home The Agency of The Year Award. BBDO New York were the winners in 2022 and 2023 and have now taken the crown a record number of times since FAB was founded in 1999. The Omnicom Agency won both The Advertising FABulous’ ( Best In Shows ) and a record number of FAB ( GOLD ) and Silver Awards and finished well ahead of their nearest competitors who were St. Luke’s London and Mother this year.

PepsiCo Win The FAB Brand / Marketer of the Year Award for the first time

Much of PepsiCo‘ success came from their Global Redesign, their Compostable Bag activation, Doritos Outdoor and Lay’s Branded Content.

PepsiCo have won this award for the first time following MARS Inc.’ Seven wins and McDonald’s and Burger King who have been recognised twice previously.

Commenting on the news of their win, Jane Wakely, Chief Consumer and Marketing Officer and Chief Growth Officer, International Foods at PepsiCo:

“I’m thrilled and honoured that PepsiCo has won the FAB Brand / Marketer of The Year Award for the first time! This recognition is a testament to the dedication and creativity of our teams around the world. From our global Pepsi redesign to the American compostable bag activation, our efforts to connect with consumers and drive positive growth shows real momentum . I couldn’t be prouder of what our teams have accomplished together and am excited for what’s to come.”

Design Bridge and Partners Win FAB Design Agency of the Year Award

Branding & Design expert Design Bridge and Partners, were named the FAB Design Agency of the Year, taking home Silvers and a FAB ( GOLD ) at The Awards. They narrowly edged out their closest competitors who were Denomination.

FAB GOLD Winners were:

Packaging Design:

Luxury Redefined – Bruichladdich by James Cropper

Gallus Barossa Whisky by Denomination

Brand Identity:

Slurpee Brand Evolution by Safari Sundays, New York

Brand Redesign:

Pastiglie Leone by Design Bridge and Partners

Isle of Wight Tomatoes by B&B Studio, London

Interior Design & Retail Environment

The Alchemist, London Victoria by DesignLSM, Brighton

Advertising & Innovation FAB GOLDS

Butterkist Microwave by St. Luke’s, London for Butterkist (Poster / Outdoor / OOH & Best Use Of Media)

KFC “We Heard You” for KFC by Mother ( TV & Cinema Commercials )

Ocado “Inspired Choice” for Ocado by St. Luke’s, London ( TV & Cinema Commercials )

Cocktail Couture for Bombay Sapphire by BBDO New York ( Experiential )

Marmite Patches by OLIVER London for Marmite ( Guerrilla Marketing & Social Media)

BOI-1DA.I by BBDO New York for BACARDÍ ( Best Use Of Technology, Branded Content & Entertainment, Branded Utility )

Lay’s Groundhog’s Day by OMD USA for PepsiCo ( Branded Content & Entertainment )

The World’s Strongest Can by Opinionated Portland for Voodoo Ranger ( Branded Content & Entertainment )

Ring of Comfort by BBDO New York for M&M’s ( Influencer Marketing & Integrated )

Reese’s “Put Peanut Butter In It” for Reese’s by Mother ( Social Media )

Uber One “Best Friends” by Mother for Uber ( Online Advertising )

Perdue Chix Mix by Colle McVoy, Minneapolis for Perdue ( Integrated )

Jack in the Box x Pineapple Express by Carat, USA for Jack in the Box ( Best Use of Media )

A Better Fortune by The Gate London for On Your Side

The FAB Awards Trophies are made out of recycled packaging materials.

A full list of the Winners of The 26th FAB Awards can be seen here.

Source: The FAB Awards

The Awards, which each year attract entries from all over the world, recognises the critical contribution that outstanding creative work makes towards building brands. It identifies and rewards the leading practitioners globally and acknowledges their contribution to their Clients and their Agencies.

All Finalists of The 26th FAB Awards are already assured to win a silver, and The FAB (gold) and FABulous (grand prix) Awards will be announced at The FAB Presentation Party on Thursday, 6th June.

For The Agency of the Year Crown, BBDO New York, is once again a strong contender in the Advertising and Innovations categories, but faces stiff competition from the likes of St. Luke’s London ; Mother;  Oliver; OMD and Dentsu amongst others.

Shenzhen Tigerpan Design Co. is the defending Design Agency of the Year but faces stiff competition this year from, Denomination,  Design Bridge and Partners , DesignLSM, Butterfly Cannon, Midday Studio,  B&B Studio, Stranger & Stranger amongst others.

Brands including:  Diageo, Bacardi, Bombay Sapphire, Pepsi, Butterkist, KFC,  Marmite  etc., will challenge Mars, Incorporated  for their Brand / Marketer of the Year crown this year.

The Branding and Design Jury was chaired by Poppy Stedman, Co-Founder & Creative Director of POPP Studio and The Advertising and Innovation Jury was chaired by Magnus Thorne, Creative Director of Oliver London.

The full list of fab finalists can be seen here.

We, at MarComm News are delighted to support the Advertising and Innovation Categories at The FAB Awards once again!

Source: The FAB Awards

In previous years, FAB received 3,600 entries from over 50 countries globally.

The Awards are the only International Awards programme in the world which focus solely on work done for Food and Beverage brands, and includes categories for Integrated Campaigns, Advertising, Packaging Design, Direct, Sales Promotion, Brand Identity, Brand Redesign, Interiors and Retail Environment, Mobile Marketing & Advertising, Digital Projects, Social Media, Influencer Marketing and Branded Content.

The beautiful and exclusive Hurlingham Club in London was swapped for a “virtual” Awards Presentation streamed exclusively on YouTube in honour of the Finalists and Winners of The 25th FAB Awards! FAB extended an open invitation to the entire Marketing Communications Industry globally to view the show.

The recipients of the best in show ( FABulous Award ) at The 25th FAB Awards, were as follows:

FABulous Award across all Design categories:

Swee Kombucha – 100% Natural by Bedow, Stockholm

As one with the olive by Design Bridge and Partners

FABulous Award across all Advertising & Innovation categories:

Malnutrition Labels: Nutritional Ink by St. Luke’s, London

BBDO New York won FAB Agency of The Year Award 

BBDO New York took home The Agency of The Year Award. BBDO New York were the winners in 2021 and have now taken the crown back from AMV BBDO who were last year’s winners. The Omnicom Agency won a FAB ( GOLD ) and number of Silver Awards and closely edged out their closest competitor who were St. Luke’s London this year.

MARS, Incorporated Won The FAB Brand/Marketer of the Year Award

Much of MARS‘ success came from their Pet Food and Snickers & M&M’s Projects by BBDO New York  and MARS Petcare and won them a FAB Gold Award and several FAB Silver Awards. 

The food giant have now won the accolade five times.

Shenzhen Tigerpan Design Co., Ltd. Won FAB Design Agency of the Year Award

Branding & Design expert Shenzhen Tigerpan Design Co., Ltd., was named the FAB Design Agency of the Year, taking home Silvers and a FAB ( GOLD ) at The Awards.

FAB GOLD Winners were:

Packaging Design:

Swee Kombucha – 100% Natural by Bedow, Stockholm

As one with the olive by Design Bridge and Partners

Nikasi or other beer by Shenzhen Tigerpan Design Co., Ltd.

Johnnie Walker Blue Label – Cities of the Future 2220 by Butterfly Cannon, London

On the Fringe by Denomination

Dada Chapel by Stranger & Stranger

Interior Design & Retail Environment

Gaucho, Liverpool by DesignLSM, Brighton

Advertising & Innovation FAB GOLDS

Here for #WagathaChristie by St. Luke’s, London for Butterkist ( Press & Print )

Malnutrition Labels: Nutritional Ink by St. Luke’s, London for Dole Sunshine Company (Poster / Outdoor / OOH )

Placeb’eau for SPA by Happiness, Brussels ( Direct Marketing )

Pre-Hated Marmite by OLIVER London for Marmite ( Guerrilla Marketing & Online Advertising )

The MilkmAId by Ogilvy Paris for La Laitière ( Best Use Of Technology )

Pedigree – Rescue Doodles by BBDO New York for Pedigree ( Mobile )

The FAB Awards Trophies are made out of recycled packaging materials.

A full list of the Winners of The 25th FAB Awards can be seen here.

The deadline for entry submission for The 26th Awards is March 7th 2024.

Source: The FAB Awards

The beautiful and exclusive Hurlingham Club in London was swapped for a “virtual” Awards Presentation streamed exclusively on YouTube in honour of the Finalists and Winners of The 25th FAB Awards! FAB extended an open invitation to the entire Marketing Communications Industry globally to view the show.

Claire Robertshaw, Jury Chair – Packaging Design & Branding at The 25th FAB Awards

Successful design, creative and effective work was showcased to the viewers at the show, and winning projects were announced – be it a Grand Prix (FABulous), a Gold (FAB) or a Silver Award.

Richard Denney, Jury Chair – Advertising & Innovations at The 25th FAB Awards

The recipients of the best in show ( FABulous Award ) at The 25th FAB Awards, were as follows:

FABulous Award across all Design categories:

Swee Kombucha – 100% Natural by Bedow, Stockholm

As one with the olive by Design Bridge and Partners

FABulous Award across all Advertising & Innovation categories:

Malnutrition Labels: Nutritional Ink by St. Luke’s, London

BBDO New York wins Agency of The Year Award 

BBDO New York took home The Agency of The Year Award. BBDO New York were the winners in 2021 and have now taken the crown back from AMV BBDO who were last year’s winners. The Omnicom Agency won a FAB ( GOLD ) and number of Silver Awards and closely edged out their closest competitor who were St. Luke’s London this year.

MARS, Incorporated Win The FAB Brand/Marketer of the Year Award

Much of MARS‘ success came from their Pet Food and Snickers & M&M’s Projects by BBDO New York  and MARS Petcare and won them a FAB Gold Award and several FAB Sliver Awards. 

The food giant have now won the accolade for the fifth time.

Shenzhen Tigerpan Design Co., Ltd. Wins FAB Design Agency of the Year Award

Branding & Design expert Shenzhen Tigerpan Design Co., Ltd., was named the FAB Design Agency of the Year, taking home Silvers and a FAB ( GOLD ) at The Awards.

FAB GOLD Winners were:

Packaging Design:

Swee Kombucha – 100% Natural by Bedow, Stockholm

As one with the olive by Design Bridge and Partners

Nikasi or other beer by Shenzhen Tigerpan Design Co., Ltd.

Johnnie Walker Blue Label – Cities of the Future 2220 by Butterfly Cannon, London

On the Fringe by Denomination

Dada Chapel by Stranger & Stranger

Interior Design & Retail Environment

Gaucho, Liverpool by DesignLSM, Brighton

Advertising & Innovation FAB GOLDS

Here for #WagathaChristie by St. Luke’s, London for Butterkist ( Press & Print )

Malnutrition Labels: Nutritional Ink by St. Luke’s, London for Dole Sunshine Company (Poster / Outdoor / OOH )

Placeb’eau for SPA by Happiness, Brussels ( Direct Marketing )

Pre-Hated Marmite by OLIVER London for Marmite ( Guerrilla Marketing & Online Advertising )

The MilkmAId by Ogilvy Paris for La Laitière ( Best Use Of Technology )

Pedigree – Rescue Doodles by BBDO New York for Pedigree ( Mobile )

The FAB Awards Trophies are made out of recycled packaging materials.

A full list of the Winners of The 25th FAB Awards can be seen here.

Source: The FAB Awards

The Awards, which each year attract entries from all over the world, recognises the critical contribution that outstanding creative work makes towards building brands. It identifies and rewards the leading practitioners globally and acknowledges their contribution to their Clients and their Agencies.

All Finalists of The 25th FAB Awards are already assured to win a silver, and The FAB (gold) and FABulous (grand prix) Awards will be announced via an “Online Awards Presentation” in June.

For The Agency of the Year Crown, BBDO New York, is once again a strong contender in the Advertising and Innovations categories, but faces stiff competition from the likes of St. Luke’s London amongst others.

Denomination and Design Bridge and Partners  are the defending Design Agencies of the Year but face stiff competition this year from, DesignLSM, Butterfly Cannon, Shenzhen Tigerpan Design Co., Ltd. Bedow Sweden, EVERLAND Copenhagen, Stranger & Stranger amongst others.

Brands including:  Diageo, Bacardi, Bombay Sapphire, Pepsi, Butterkist, Marmite , Dole Sunshine etc., will challenge Mars, Incorporated  for their Brand / Marketer of the Year crown this year.

The Branding and Design Jury was chaired by Claire Robertshaw, Executive Creative Director of Design Bridge and Partners in London and The Advertising and Innovation Jury was chaired by Richard Denney, Jt. Chief Creative Officer of St. Luke’s London,

The full list of fab finalists can be seen here.

We, at MarComm News are delighted to support the Advertising and Innovations Categories at The FAB Awards once again!

Source: The FAB Awards

The FAB Awards – International Food and Beverage Creative and Effectiveness Awards – announce the Jury Chairs for the 25th edition of the awards.

The Awards Programme recognises the critical contribution that outstanding creative work makes to build brands, it identifies and rewards the leading practitioners from over 60 countries, and it acknowledges their contribution to their Clients and their Agencies.

Now in its 25th year, The FAB Awards has taken entries from many Clients, every leading Agency Network, and many important Challenger Agencies, several Major and Challenger Brands from over 60 countries around the world. Winners of The International awards programme that is focused entirely on work done for Food and Beverage brands, will be announced in June 2023.

Packaging Design & Branding

The Packaging Design and Branding Jury is being led by Claire Robertshaw who is Executive Creative Director at Design Bridge and Partners in London.

Having worked in the industry for over 20 years, Claire is responsible for the creative excellence and management of the London Studio, overseeing and leading key relationships with Design Bridge’s broad portfolio of clients. 

Claire is passionate about nurturing the next generation of creative talent, coaching and mentoring with D&AD’s New Blood Academy, as well as leading Design Bridge’s annual junior competition, The Start.

A fierce advocate for creative freedom and empowerment, Claire regularly contributes to industry discussion on this topic, and is a mentor for Kerning the Gap, an organisation dedicated to achieving gender equality in the design industry with a focus on women in leadership roles.

With many industry awards to her name from the likes of The FAB Awards, DBA and Pentawards, Claire is also a regular judge sitting on jury panels for numerous awards bodies, including most recently FAB, D&AD and Clios.

How does she feel about chairing The 25th FAB Awards Panel?

The FAB Awards have been a constant in the design calendar throughout my career. Standing as an industry benchmark of great work & recognition, there is always an anticipation around entering, the hope of being nominated and to get your hands on an award. To chair the 25^th Packaging & Design Jury is a real honour – especially as we emerge from the confines of remote judging – I am really looking forward to hearing the opinions of the panel as we debate the winners.

What is she looking for in terms of entries?

Design has the potential to not only inspire, but to drive positive change & shape the future through technology & sustainability. There is so much great work around, but how much do we see that is truly exceptional, with a unique viewpoint on our changing world of culture & commerce?

The rest of the Judging Panel are from noted Design Studios and Consultancies: Mark Nichols, Creative Director at WMH&I; Paul Marsh, Design Director at Butterfly Cannon; Antonia Skaraki, Founder & CEO at A.S Strategy Branding & Communications; Katie Alger, Designer at Design Bridge and Partners and Poppy Stedman, Co-Founder & Creative Director at POPP Studio.

Round One of Packaging Design and Branding Judging has concluded. The Design Jury meets for Final Deliberations on Monday, 15th May at Brighton Beach House ( Soho House ).

Advertising & Innovations

St. Luke’s London’s Jt. Chief Creative Officer, Richard Denney is Chair of The Advertising & Innovations Panel.

Rich began his career in 1996 as an Art Director at Y&R, picking up a Gold Lion for his St Mungo’s interactive cinema commercial in his first year. From there he moved to Saatchi & Saatchi creating notable work for Visa and the NSPCC, including the multi-award-winning Carlsberg ‘Old Lions’ campaign. After this, he moved to DDB as Creative Director and created award-winning work for Volkswagen, Budweiser, Harvey Nichols, The Economist, Kwik-Fit, Tropicana and Virgin Media. In 2011 he joined MullenLowe London as joint ECD and quickly turned the agency around creating campaigns for Halfords, Morrisons, Unilever and MicroLoan. In 2016 MullenLowe London was named ‘Most Effective Agency of the Year’ at the inaugural UK Effie awards for work on MicroLoan and the Electoral Commission and followed it up by retaining the title in 2017 with work for RedrawTheBalance, which also won EuroEffie gold.

In August Rich 2017 moved to St Luke’s London as Executive Creative Director and works across the agency’s accounts including KP Snacks, South Western Railway, Heathrow and Which? In 2020 at the height of the pandemic he created the UK’s biggest behaviour change initiative #stayhomenow and has most recently worked on the multi-award-winning #GoGrabTheButterkist campaign. Rich has been named among Campaign Magazine’s top twenty Creative Directors.

Some of the very best and most memorable work in recent times has come from the food and beverage category. Work that has told us a particular pint is worth waiting for, as well as work that has really raised our arches. Work that builds the brand with such distinctiveness and memorability that if you gave a simple prompt to AI, it would tell you it’s favourite Ketchup. So what better way to honor all this stellar strategic and creative thinking than with its own unique award? That really is FAB. 

I’m always on the lookout for work that not only is brilliant in its strategy and execution, but genuinely inspires me enough to try harder and be better with the work I am creating. And as I’ve said before, whatever picks up a FAB Award should also be a beacon of excellence for the next generation of talent coming through both agency and client side. – Richard Denney, Advertising & Innovations Jury Chair at The 25th FAB Awards

The rest of The Jury Panel with Richard are Zane Radcliffe, Executive Creative Director at McCann Bristol; Suzanne Barker, Strategy Partner at AMV BBDO London and Paul Turner, Creative Director at Oliver.

Round One of Advertising & Innovations Judging has concluded. The Advertising & Innovations Jury meets for Final Deliberations on Wednesday, 17th May at Brighton Beach House ( Soho House ).

The FAB Awards will announce the Finalists after all Judging including Interiors and Retail Design and all the Effectiveness Categories has concluded. Entrants who have achieved the Finalist status are guaranteed a Silver Award. Finalists will be contacted by the end of May and the lists will be released on The FAB Awards website and via Social Channels.

Source: The FAB Awards

In previous years, FAB received 3,600 entries from over 50 countries globally.

The Awards are the only International Awards programme in the world which focus solely on work done for Food and Beverage brands, and includes categories for Integrated Campaigns, Advertising, Packaging Design, Direct, Sales Promotion, Brand Identity, Brand Redesign, Interiors and Retail Environment, Mobile Marketing & Advertising, Digital Projects, Social Media, Influencer Marketing and Branded Content.

The FAB Awards provided a bit of much needed cheer in June 2022 with the 24th Edition of their Awards streamed “online” on YouTube due to the Covid situation. YouTube being a major Sponsor of The FAB Awards.

The beautiful and exclusive Hurlingham Club in London was swapped for a “virtual” Awards Presentation streamed exclusively on YouTube in honour of the Finalists and Winners of The 24th FAB Awards! FAB extended an open invitation to the entire Marketing Communications Industry globally to view the show.

Successful design, creative and effective work was showcased to the viewers at the show, and winning projects were announced – be it a Grand Prix (FABulous), a Gold (FAB) or a Silver Award.

The recipients of the best in show ( FABulous Award ) at The 24th FAB Awards, were as follows:

FABulous Award across all Design categories:

ZhiHou for YangYangLa by Shenzhen Lingyun Creative Packaging Design China

Greene King by Design Bridge

FABulous Award across all Advertising & Innovation categories:

4am Adzzz for Sheba by AMV BBDO, London

FABulous Award across all Advertising & Innovation categories:

Creativity Is Essential for Bombay Sapphire by AMV BBDO, London

AMV BBDO London wins Agency of The Year Award Sponsored by YouTube

AMV BBDO London took home The Agency of The Year Award sponsored by YouTube. BBDO New York were the winners in 2021 and have now handed the crown back to AMV who have won it on six previous occasions. The Omnicom Agency won the only two FABulous Awards ( Best In Show ) from the Advertising & Innovations Categories and a number of FAB Gold’s and Silvers and finished comfortable at the Top of the Points Table.

MARS, Incorporated Win YouTube Sponsored FAB Brand/Marketer of the Year Award

Much of MARS‘ success came from their Pet Food, Snickers and Extra Gum Projects by AMV BBDO London, BBDO New York and Energy BBDO Chicago and won them multiple FAB Gold Awards and a FABulous ( Best in Show ) which won them The YouTube FAB Brand/Marketer of the Year honour. 

The food giant have now won the accolade for the fourth time.

Kerry Cavanaugh, Head Of Marketing at MARS Wrigley UK on receiving the Award:

“We are thrilled that FAB has chosen Mars as Marketer of the Year for 2022.  It is an honour to receive this recognition for the fourth time and we are proud to have several Finalists this year.  All of this would not be possible without the incredible Agency partners we work, including those behind this year’s Finalists – AMV BBDO, BBDO New York and Energy BBDO.  Thank you FAB for this recognition.”

Denomination and Design Bridge JOINTLY Win FAB Design Agency of the Year Award

Branding & Design experts Design Bridge and Denomination, were JOINTLY named the FAB Design Agencies of the Year, taking home Silvers, FAB Gold Awards and a FABulous ( Best in Show ) at The Awards.

FAB GOLD Winners were:

Packaging Design:

Satine Organic Pure Milk by Inner Mongolia Yili Group China

Pott’s Sauces In A Can by This Way Up, London

Assembly Gin Brand Creation by Midday

ZhiHou byShenZhen Lingyun Creative China

Wild Folk by Denomination

Greene King by Design Bridge

Brand Identity:

From Plants With Love by Everland, Copenhagen

Maker’s Mark Visual Identity System by Turner Duckworth: London, San Francisco and New York

Brand Redesign:

Crif Dogs for Crif Dogs/PDT by Design Bridge

Interior Design & Retail Environment

Pop Golf by Zachary Pulman Design Studio

Meraki Riyadh by CADA Design, London

Design Effectiveness

Tread Softly Range by Denomination

Advertising & Innovation FAB GOLDS

Creativity Is Essential by AMV BBDO, London for Bombay Sapphire (Ambient / Experiential)

Creativity Is Essential by AMV BBDO, London for Bombay Sapphire (Guerrilla Marketing/ Best Use of Media)

Welcome Back for Guinness by AMV BBDO, London ( TV & Cinema Commercials )

4am Adzzz by AMV BBDO, London ( Direct Marketing / Mobile Marketing )

Foodweiser for Budweiser by Mullen Lowe Delta, Ecuador ( Direct Marketing/ Best Use Of Media )

Ecolate by LIFULL ( Ethical & Sustainable)

The 3D Printed Meatballs by INGO Stockholm for IKEA ( Direct Marketing/ Best Use Of Technology )

Put More Cat in your Cat by BBDO New York ( Online Advertising )

Fleets by BBDO New York for Snickers ( Best Use Of Media )

For When It’s Time: Extra Gum’s Pandemic Comeback by Energy BBDO Chicago ( Ad. Effectiveness )

The FAB Awards Trophies are made out of recycled packaging materials.

A full list of the Winners of The 24th FAB Awards can be seen here.

The deadline for entry submission for The 25th Awards is March 7th 2023.

Source: The FAB Awards

The beautiful and exclusive Hurlingham Club in London was swapped for a “virtual” Awards Presentation streamed exclusively on YouTube in honour of the Finalists and Winners of The 24th FAB Awards! FAB extended an open invitation to the entire Marketing Communications Industry globally to view the show.

“During judging of this years FAB Advertising & Innovation categories, we got to ponder and debate an impressive collection of entries, across many different channels. Amongst those were some standout ideas that really grabbed the attention of the judges, for their originality and great creative thinking, eventually becoming the jury’s unanimous choices for this year’s FAB Award winners”. – Garry Munns, Executive Creative Director and Chair of The Advertising & Innovations Jury Panel.

“The FAB entries this year were highly creative and beautifully executed. We the Jury had a FABulous time debating the finer points of the shortlisted entries with the diverse winners thoroughly deserving their awards.” – Emily Fox, Creative Director, Lewis Moberly and Chair of The Branding & Packaging Design Jury Panel

Successful design, creative and effective work was showcased to the viewers at the show, and winning projects were announced – be it a Grand Prix (FABulous), a Gold (FAB) or a Silver Award.

The recipients of the best in show ( FABulous Award ) at The 24th FAB Awards, were as follows:

FABulous Award across all Design categories:

ZhiHou for YangYangLa by Shenzhen Lingyun Creative Packaging Design China

Greene King by Design Bridge

FABulous Award across all Advertising & Innovation categories:

4am Adzzz for Sheba by AMV BBDO, London

FABulous Award across all Advertising & Innovation categories:

Creativity Is Essential for Bombay Sapphire by AMV BBDO, London

AMV BBDO London wins Agency of The Year Award Sponsored by YouTube

AMV BBDO London took home The Agency of The Year Award sponsored by YouTube. BBDO New York were the winners in 2021 and have now handed the crown back to AMV who have won it on six previous occasions. The Omnicom Agency won the only two FABulous Awards ( Best In Show ) from the Advertising & Innovations Categories and a number of FAB Gold’s and Silvers and finished comfortable at the Top of the Points Table.

MARS, Incorporated Win YouTube Sponsored FAB Brand/Marketer of the Year Award

Much of MARS‘ success came from their Pet Food, Snickers and Extra Gum Projects by AMV BBDO London, BBDO New York and Energy BBDO Chicago and won them multiple FAB Gold Awards and a FABulous ( Best in Show ) which won them The YouTube FAB Brand/Marketer of the Year honour. 

The food giant have now won the accolade for the fourth time.

Kerry Cavanaugh, Head Of Marketing at MARS Wrigley UK on receiving the Award:

“We are thrilled that FAB has chosen Mars as Marketer of the Year for 2022.  It is an honour to receive this recognition for the fourth time and we are proud to have several Finalists this year.  All of this would not be possible without the incredible Agency partners we work, including those behind this year’s Finalists – AMV BBDO, BBDO New York and Energy BBDO.   Thank you FAB for this recognition.”

Denomination and Design Bridge JOINTLY Win FAB Design Agency of the Year Award

Branding & Design experts Design Bridge and Denomination, were JOINTLY named the FAB Design Agencies of the Year, taking home Silvers, FAB Gold Awards and a FABulous ( Best in Show ) at The Awards.

FAB GOLD Winners were:

Packaging Design:

Satine Organic Pure Milk by Inner Mongolia Yili Group China

Pott’s Sauces In A Can by This Way Up, London

Assembly Gin Brand Creation by Midday

ZhiHou by ShenZhen Lingyun Creative China

Wild Folk by Denomination

Greene King by Design Bridge

Brand Identity:

From Plants With Love by Everland, Copenhagen

Maker’s Mark Visual Identity System by Turner Duckworth: London, San Francisco and New York

Brand Redesign:

Crif Dogs for Crif Dogs/PDT by Design Bridge

Interior Design & Retail Environment

Pop Golf by Zachary Pulman Design Studio

Meraki Riyadh by CADA Design, London

Design Effectiveness

Tread Softly Range by Denomination

Advertising & Innovation FAB GOLDS

Creativity Is Essential by AMV BBDO, London for Bombay Sapphire (Ambient / Experiential)

Creativity Is Essential by AMV BBDO, London for Bombay Sapphire (Guerrilla Marketing/ Best Use of Media)

Welcome Back for Guinness by AMV BBDO, London ( TV & Cinema Commercials )

4am Adzzz by AMV BBDO, London ( Direct Marketing / Mobile Marketing )

Foodweiser for Budweiser by Mullen Lowe Delta, Ecuador ( Direct Marketing/ Best Use Of Media )

Ecolate by LIFULL ( Ethical & Sustainable)

The 3D Printed Meatballs by INGO Stockholm for IKEA ( Direct Marketing/ Best Use Of Technology )

Put More Cat in your Cat by BBDO New York ( Online Advertising )

Fleets by BBDO New York for Snickers ( Best Use Of Media )

For When It’s Time: Extra Gum’s Pandemic Comeback by Energy BBDO Chicago ( Ad. Effectiveness )

The FAB Awards Trophies are made out of recycled packaging materials.

A full list of the Winners of The 24th FAB Awards can be seen here.

Source: The FAB Awards

The Awards, which each year attract entries from all over the world, recognises the critical contribution that outstanding creative work makes to build brands. It identifies and rewards the leading practitioners globally and acknowledges their contribution to their Clients and their Agencies.

All Finalists of The 24th FAB Awards are already assured to win a silver, and The FAB (gold) and FABulous (grand prix) Awards will be announced via an “Online Awards Presentation”. Traditionally, The FAB Awards Ceremony is held at the quintessentially British and exclusive, The Hurlingham Club in London. However, we have decided to be cautious on Social Contact and avoid in-person large scale events for another year and The Awards will be announced for the third year running on YouTube. The Awards Presentation will on Thursday, 16th June.

“We are acutely aware that these are unprecedented and extremely challenging times for so many around the world and our thoughts and heart are with all those affected. It is perhaps even more important to recognise, applaud and celebrate the incredible efforts of our Industry Teams and all involved in the Creative Process” A huge thanks to our entrants who have submitted projects of the highest standard once again and our fantastic judges for selecting the very best as worthy FAB Finalists. says N. Nayar, Awards President at The FAB Awards, whilst releasing The Finalist List.

The FAB Awards had revealed a Brand New Identity in 2020 following a complete Brand Redesign by renowned Brand Consultancy – Williams Murray Hamm. 

The actual Physical Trophies have been redesigned too and made from Recycled Packaging.

The FAB Awards Jury Chairs

Interior Design & Retail Environment: Holly Hallam, Managing Director, DesignLSM. Packaging Design & Branding: Emily Fox, Creative Director, Lewis Moberly. Advertising & Innovations: Garry Munns, Executive Creative Director.

Judges voted online over a period of 10 days and then “met” via Zoom calls to deliberate over the Shortlist and choose the Finalists for this year.

For The Agency of the Year Crown, BBDO New York, is once again a strong contender in the Advertising and Innovations categories, but faces stiff competition from the likes of AMV BBDO London, BBDO Minneapolis, Zulu Alpha Kilo Canada, Energy BBDO Chicago amongst others.

Jones Knowles Ritchie is the defending Design Agency of the Year but faces stiff competition this year from Denomination, B&B Studio, Design Bridge, DesignLSM,,  This Way Up,  Turner Duckworth,  Midday Studio,  amongst others.

Brands including: Mars, Incorporated ,  Diageo, Bacardi, Bombay Sapphire, Pepsi, etc., will challenge Burger King for their Brand / Marketer of the Year crown this year.

The full list of fab finalists can be seen here.

The 24th FAB Awards are once again sponsored by Google UK Ltd, with YouTube acting as the sponsor of both The Agency of the Year and The Brand of the Year Awards. Other FAB supporters are MarComm News, FAB News and Contagious.

Creative & Design Credits for The FAB Awards Rebrand

Williams Murray Hamm

Jane Catchpole – Designer, Director.Jason Budgen – CGI animation, editor.Photography – Oliver Beamish @ Studio 4.Account Handlers – Wybe Magermans, Emmanuelle Hilson & Simi  Sehra. 
Garrick Hamm – Creative Director – Director. 

Source: The FAB Awards

Interactive brand solutions are creative units that look to extend beyond the traditional lean back watch/view approach to advertising and harness the power of active user engagement, to provide more meaningful understanding about how a user interacts with the brand.  

All units are fully trackable across all elements of the creative. This allows brands to understand the deeper attention thresholds of user interaction going beyond the question of ‘has my ad been seen’. As well as, demonstrating ‘how long  it has been seen for and how it has been interacted with’. 

Interactive features are completely sculpted around the brand objectives to make the experience personable and informative.  

For our clients, we use interactive digital ad experiences or ad units which expand the opportunities to track digital ad engagement across a variety of metrics. These include how long the creative was seen on screen, carousel interaction, and 3D object interaction, which shows us how long a user was both viewing and interacting with an ad campaign. Often, we’ve designed the web-based environment too, which enables us to have significant insight across the entire user journey from start to finish. 

2: How are brands tapping into AR and VR? What results are they seeing? 

Brands are using mixed reality opportunities to provide both entertainment and/or purpose to their ad campaigns. These experiences allow brands to take their product into the user’s personal environment building intimate connections through try-ons, immersive visualisations, product engagement and much more. 

Campaigns are bought on an augmented reality (AR) Cost Per Engagement (CPE), which is counted once the user gives camera access and opens their camera stream, ensuring brands only pay for what matters. Crucially brands are able to measure active attention across the entire experience with average session dwell times of more than 75 seconds. 

A recent campaign for Kellogg’s Rice Krispies Squares drove sustained brand engagement via our WebAR ad experience with interactive face accessory filters and model placements. The results included 105 seconds average dwell time, 9.5k hours spent with the experience, almost 1M user interactions and 3x filters used per session.

3: What is a playable ad – and do they really help with sales? 

Playable ads are much more than just games, they are interactive ad experiences that look to leverage popular play mechanics, for familiarity and immerse the brand materials for hands-on learning and interaction.  

This means that advertisers are able to understand what aspects of the brand users are engaging with through active interaction, leaving no questions over what aspects of the campaign users were paying attention to.  

They can be bought on a Cost Per Play (or click to play with a minimum of five seconds of active play) to ensure only actively engaged users are charged for. Units see over 60 seconds average dwell times and can be used as a reward feature allowing users to obtain greater equity for their interaction time. For example, claim rewards, samples, competition entries or simply speed up their exposure to the ad. 

A recent mobile app based interactive (Q&A and data collect) sampling campaign for Cadbury Brunch Bar generated 12k verified marketing opt-ins, 93% had never tried the product previously, 53% recommended it to a friend and 28% have purchased the product since sampling.

4: What is a rich media format and what value do they deliver to advertisers? 

Rich Media offer a range of creative opportunities across video and display allowing for versatility of assets with fast build times. Hoopla Rich Media units for example, look to focus on impact and awareness serving to maximise the precious time in view, putting key messaging front and centre.  

Units include Rich Media Player (Interactive Pre-Roll) and Page Frame (Cross device skin unit that offers constant branding on page). Key to both of these units is the ability to reinforce core messaging across large creative canvases ensuring that users will always get that key takeaway even if they are not focussed on the ad for its full duration. Interactive features can be layered on to provide better attention trackability and understand where/how users are interacting with the brand. 

5: What does good look like for attention analytics and digital ad measurement? 

This is all subjective to the unit and the creative features as there is no one size fits all, each unit is built to meet individual brand objectives. While lines of comparison/benchmark can be established through points of similarity, this is done on more of a feature basis than a broad format outlook.

A good creative would typically see high active dwell time and active interaction measurability. For example, upto two to three separate interactions across the creative unit.  This can also be enhanced with other aspects like sound on, video completions, clicks and if available inflight brand uplift measures using survey tools. 

All elements of a digital campaign can be reported on and tracked. This helps brands to curate niche targeting strategies that reach the core audiences and review campaign effectiveness and inform future campaigns. 

6: What are your three top tips for an impactful digital advertising campaign?

Every format plays a part in tracking consumer attention, it doesn’t need to be gimmicky. Taking digital ads a step further via interactive digital ad experiences can add value, purpose and structure to an ad campaign, while delivering improved attention and engagement.

My top tips include: 

1. Purpose

Too often creatives are spun out with an idea that doesn’t have the consumer journey or interest in mind.  Key to any successful interactive campaign should be the questions: ‘why should someone engage with my ad?’, ‘Would I engage with this ad?’. Once you have an engaging hook and clear messaging, you’re past the biggest hurdle of simply getting your target audience to acknowledge your ad and see its value. 

2. Keep content simple and relatable

Familiarity and simplicity are key when trying to engage. If a user can’t understand or relate you’ve lost them. Digital ad content should be short, simple, snappy, and effective. If it’s for a long-term ad campaign, it should give consumers reasons to click through and revisit the digital experience, offering value and reward. If it’s interactive, look to leverage existing popular play mechanics that your target audience is already engaging with. 

3. Measure 

Measuring users across the end-to-end journey is invaluable, giving insights on where they originally clicked an ad, to dwell time and engagement. It can show where the ad is working well as a clear measure of success. A lot of initial digital interactions are accidental, so being able to qualify where it’s working beyond that initial interaction point is important.

4. Encourage return visits

Using a digital ad with a hook can encourage consumers to click through and keep them coming back to an interactive digital ad experience. Frequency and sequential targeting can deliver a stranded message, or phasing across two- or three-months with different messaging can lean into the same digital ad experience. 

John Macbeth is Sales Director at Hoopla Digital